TRENDS


KNOWLEDGE IS POWER


ENHANCING PROFESSIONALISM IN THE SECTOR


Q


ualifi cations among the health club workforce will come


under increasing scrutiny as expectations of the sector grows – not only in terms of involvement in the healthcare agenda but also in light of the need to cater for more diverse population groups. Spa oper- ators might also want to pay attention to this. Further specialist quali-


fi cations will be developed as health club owners seek to enhance their offering by employing experts in their field. The time may fi nally be coming when the industry begins to appreci- ate and reward knowledge and expertise. T ere could also, however, be more of a move towards packaged off erings delivered by those with people skills rather than exercise science skills. As the industry strives to deliver to an increasingly wide-ranging brief – from elite to deconditioned, children to older peo- ple, fi tness to healthcare – can we really expect to fi nd all necessary expertise within every health club or fi tness facility? Perhaps fi tness and spa operators could


There could be a move towards packaged offerings delivered by those with people skills


begin to move towards the centralised gen- eration of a range of off -the-shelf programmes from which members can pick and choose subject to their needs. Indeed, organisations such as MEND, which delivers healthy lifestyle programmes to families in the UK, US, Aus-


104 spa business handbook 2011


tralia, New Zealand, Canada and Denmark, invest time and expertise into developing scientifi cally robust programmes that can be implemented at a health club level. We might even see more operators following the exam- ple of a trailblazing few – health clubs where members are met by hostesses rather than fi t- ness instructors, with people skills seen as the most important attribute among staff – a con- cept spa operators could also easily build on to provide guests with a personalised service. Whichever route the fi tness industry goes,


however, enhanced knowledge will be required within the sector as a whole if it is to grow to its full potential. ●


"Fitness staff qualifications will come under increasing scrutiny, not only because of involvement in the healthcare agenda, but also in light of the need to cater for more diverse population groups"


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